Unruly EQ Ad Effectiveness Chart 

 

 12. Bud Light: The Bud Knight 

 

 Top 4 Emotional Responses  

Hilarity Happiness Amazement Inspiration
13% 10% 5% 3%

 Key Brand Metrics  

Authenticity  Relatability Credibility
60% 52% 59%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
84% 25% 32% 26%

 

 11. Kia: Feel Something Again 

 

 Top 4 Emotional Responses  

Happiness Nostalgia Amazement Inspiration
9% 8% 7% 7%

 Key Brand Metrics  

Authenticity  Relatability Credibility
67% 56% 68%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
74% 29% 26% 29%

  10. Michelob Ultra: I Like Beer 

 

 Top 4 Emotional Responses  

Happiness Inspiration Hilarity Warmth
14% 6% 6% 6%

 Key Brand Metrics  

Authenticity  Relatability Credibility
68% 56% 68%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
77% 26% 34% 29%

 

 9. Tide: It's a Tide Ad 

 

 Top 4 Emotional Responses  

Hilarity Happiness Amazement Inspiration
12% 9% 5% 4%

 Key Brand Metrics  

Authenticity  Relatability Credibility
74% 68% 74%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
82% 25% 46% 29%

 8. Tourism Australia: Dundee 

 

 Top 4 Emotional Responses  

Happiness Hilarity Warmth Amazement
14% 12% 6% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility
77% 63% 77%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
55% 37% 30% 38%

 

 (tie) 6. NFL: Touchdown Celebrations To Come 

 

 Top 4 Emotional Responses  

Hilarity Happiness Amazement Inspiration
24% 23% 14% 8%

 Key Brand Metrics  

Authenticity  Relatability Credibility
67% 62% 66%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
66% 31% 34% 35%

 (tie) 6. Amazon: Alexa Loses Her Voice 

 

 Top 4 Emotional Responses 

Hilarity Happiness Amazement Inspiration
23% 13% 9% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility
76% 71% 76%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
82% 30% 35% 38%

 

 5. Pepsi: Generations 

 

 Top 4 Emotional Responses  

Happiness Nostalgia Warmth Inspiration
14% 12% 6% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility
75% 69% 74%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
84% 30% 47% 30%

 4. Jeep: Jeep Jurassic 

 

 Top 4 Emotional Responses  

Happiness Amazement Nostalgia Exhilaration
15% 12% 12% 8%

 Key Brand Metrics  

Authenticity  Relatability Credibility
82% 72% 82%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
85% 40% 39% 39%

 

 3. DORITOS BLAZE vs. MTN DEW ICE 

 

 Top 4 Emotional Responses  

Happiness Hilarity Amazement Inspiration
20% 20% 15% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility
81% 76% 80%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
88% 37% 52% 41%

 

 2. Budweiser: Stand By You 

 

 Top 4 Emotional Responses  

Warmth Happiness Inspiration Pride
22% 20% 19% 18%

 Key Brand Metrics  

Authenticity  Relatability Credibility
78% 65% 79%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
83% 49% 38% 40%

 1. Toyota: Good Odds 

 

 Top 4 Emotional Responses  

Inspiration Amazement Happiness Warmth
36% 27% 21% 18%

 Key Brand Metrics  

Authenticity  Relatability Credibility
82% 71% 82%

 Additional Metrics  

Brand Recall Brand Favorability Purchase Intent Find Out More
70% 43% 38% 44%

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